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Date	November 2018	Marks available	1	Reference code	18N.1.HL.TZ0.29
Level	HL	Paper	1	Time zone	no time zone
Command term		Question number	29	Adapted from	N/A

Question

Figure 8 below shows a market research strategy.

Figure 8: A market research strategy

[Source: © International Baccalaureate Organization 2018]

What is this strategy?

A. Environmental scanning

B. Perceptual mapping

C. SWOT analysis

D. Literature search

Markscheme

B

Examiners report

[N/A]

Syllabus sections

Topic 9: Innovation and markets » 9.4 Market research

20N.1.HL.TZ0.31: Which of the following best describes the market research strategy of gathering information...
17N.3.HL.TZ0.1a:
Identify two market research strategies that could have been used in the development of the Dualit toaster.
21M.3.HL.TZ0.3d:
Explain how the use of market research strategies would have led to the development of edible cutlery.
19M.1.HL.TZ0.31: The use of newspapers, magazines, encyclopaedias and annual reports to conduct research is...
20N.1.HL.TZ0.29:
The iameco D4R laptop is marketed as “the first truly environmentally-friendly laptop”. Iameco focussed on what the laptop is made from and how it is made in order to reduce energy consumption, encourage re-use and eliminate waste.

The goals in developing the laptop were:
- to achieve a decrease of at least 30 % in greenhouse gas (GHG) emissions
- to re-use and recycle at least 70 % of the waste
- to ensure a reduction of at least 75 % of fresh water utilization.
Iameco used market segmentation to identify target markets for their laptop.

Which of the following characteristics was most likely to be considered in the design and manufacture of the iameco laptop?

A. Profession

B. Income

C. Age

D. Values

Topic 9: Innovation and markets